They are borrowing from a technology originally developed to superimpose buildings or things that are no longer at historical sites. Imagine going to a historical site and holding your device up so the camera can recognize the location. Give it a couple seconds and all of a sudden you see the things that were once there and you can now move around and explore.
Hit a button and you see the people interacting with the images from different periods of time or you can click on areas of the image to learn more about connected facts. The applications for this are endless and it really is one of the coolest applications that I've seen in a long time.
For those who haven't tried this, I really think it's worth the effort and the fact that it's connected to an Exotic car is an added kicker.
Chris